Denny's Image-Boosting Campaign
(Spring 2002)

Phase 1: Formative Research

Analysis of the Issue

Unexpected changes and new innovations constantly effect the restaurant
industry and alter the way business is conducted. Every restaurant from the
up-scale dining hall to the fast food drive-thru experiences rapid change and
must continually administer a planned campaign to resolve these changes. One
such restaurant is Denny's. A recent plummet in sales has created a new belief
among upper-management to re-ignite those flames that once moved customers to
dine at Denny's. Less sales resulting from a poor image has caused the company
to address the issue immediately.

Sales and profits are the most crucial aspects to Denny's success, and
regaining that prosperity can only be accomplished through a sustained
image-building campaign designed to promote sales and raise the over all guest
count at restaurants located in Western New York. Beginning in early spring,
this campaign is designed to turn huge obstacles on the path to prosperity into
positive opportunities for the company. By the middle of summer, Denny's
locations in the Western New York area will have gained new customers as well
as re-gained old ones, attained more sales, and boosted the image of the
restaurant chain so that people will look at the company with pride and
respect. Every location where potential customers gather will be targeted by a
public relations effort to raise acceptance levels accompanied by an
advertising campaign to increase sales. Integrated into a single movement,
these two determining factors will lead Denny's communication process toward
getting more people to understand what the restaurant has to offer.
Communication, however, is a two-way process. This plan will involve ideas
adjusted to increase customer comments and responses allowing locations in
Western New York to hear what customers think. From this information, the
restaurant chain will respond accordingly to those comments ultimately keeping
its organization up-to-date with the constant changes in the industry as well
as new wants and needs of different customers.

A negative trend in sales in the Western New York area has led Denny's
to make this campaign a top priority. In the past, this problem has existed and
it is found that dealing with it immediately yields the best results. Three
years ago, Denny's faced several unrelated allegations that the restaurant
unfairly treated minority customers. The company was labeled prejudiced and
racist; customers began to go elsewhere. Through a complex effort, the entire
company from the CEO to the bus boys changed the way they served their
customers, and it effected the way people perceived the company. As a result,
Denny's is now ranked as the best company in the nation for African-Americans
to work at. That may sound impressive but when complimented by these two facts
its more than impressive, its unbelievable considering the turnaround:

Denny's ranked 4 in percent of total purchasing from minority-owned
businesses.

Denny's believes that if the employees experience equality, so too will
the customers. 48% of all employees are minorities and 4 of the 11 Board of
Directors are a minority.

Like the discrimination campaign, Denny's must deal with the situation
immediately before it gets out of hand. As seen clearly in the previous
campaign, it is very possible to completely erase and replace what people
negatively perceive about the company with a stronger reputation.
Upper-management knows this is a very important issue and in the past has
showed cooperation and support for the public relations efforts which have
become an integral part of the company's success. Now, support needs to be
given throughout the spring and early summer to increase both guest counts and
sales just like in previous campaigns. The company will drastically be changed
by this plan as will the customers. Benefits for both will create a more
positive image for the company in the Western New York area.

With an 8.9% decrease in sales revenues from 2000 to 2001, slumping
sales have forced management to focus its communications efforts on forming a
campaign to raise not only awareness for the company but also acceptance. This
will also attract more guests to restaurants resulting in an increase in sales.
This campaign will explore several possibilities and activities in order to
accomplish numerous goals stemmed from the same motive: strengthening Denny's
overall image.

Analysis of the Organization

Denny's is sit-in restaurant with emphasis on hamburgers. The Grand Slam
Sandwich is perhaps the most well known meal provided by the chain. Open 24
hours, Denny's is an all-whether environment providing breakfast, lunch, and
dinner for restaurant patrons hungry at any hour. The food is of good quality
and combined with a low price this restaurant attracts many people. Not as
elegant as a restaurant like Applebee's or Red Lobster but much more fulfilling
than McDonalds or Burger King, Denny's is the perfect restaurant for a quiet
breakfast before work, a nice lunch, a place to take the family for dinner, or
even a nice spot for night-goers to dine at. The chain has several locations in
Western New York to provide great meals to customers throughout the region.
Providing not only quality meals and food, Denny's stresses customer service
and has used that strategy to become America's full-service restaurant chain.

The current CEO Nelson Marchioli has placed communication as an
important role in the company and has just released other campaigns displaying
strong support toward public relations such as the new Denny's Classic Diner
concept capitalizing on Denny's heritage as "America's Original Breakfast
Diner." Part of Marchioli's philosophy is to communicate the benefits of
Denny's service or products over its competitors. Companies like Perkins, Bob
Evans and Cracker Barrel Old County Store serve as the strongest opposition to
Denny's and offer customers opportunities to experience competition. Marchioli
has made it clear through extensive communications efforts that Denny's will
rise above the others in the food service industry.

Denny's biggest advantage is their service. No where else will
restaurant patrons be treated with the respect and class that Denny's employees
provide. Their next biggest asset over their competition is the $2.99 Grand
Slam; a mouthwatering obesity of a sandwich for such an affordable price that
no competitors have been able to replicate. Last year was the 25th Anniversary
of the Grand Slam Sandwich showing that stability has created an ideal item for
the Denny's menu. People come to the restaurant strictly for the Grand Slam
Sandwich that is exclusively offered at Denny's and no where else.

Because of these advantages, the company that owns Denny's has changed
their name to Advantica. Last year Advantica was ranked by the Fortune 500 as
the 860th most profitable company in the U.S. In 2002, the company was ranked
895. This year bringing in $1,390.7 million, Denny's has faced considerable
losses when compared to recent years. Although buying patterns change
throughout the various seasons of the year, a downward trend has left
Advantica, the company that owns Denny's, wondering what to do next.

Public perception is the target of this campaign; Denny's must raise
their image to increase guest counts. With 1,677 locations in the US, Denny's
is obviously well known. People everywhere know the name and symbol of Denny's.

The public's current perception of the company is incorrect, however.
Advantica is often labeled as a cheap restaurant and even sometimes classified
as fast food. This campaign will be aimed at changing the existing public
perception and misconception. As many people already know of Denny's, there is
a need to repair the reputation of the company. Most strategies and tactics
enacted during the course of this campaign are attempts to gain more acceptance
from the public; this in turn will reverse the recent slump in sales.

Public Perception of the company is partly down due to the recent
discrimination cases haunting Advantica. Although a successful campaign averted
most crises, people won't forgive and forget that quickly; feelings of dissent
toward the company still exists. Race is a hot topic for a lot of individuals,
and Denny's, throughout this image-boosting campaign, has to make an attempt to
avoid further racial encounters by not falling to the same mistakes. For this
campaign to be successful, there can be no more actions of Denny's employees
perceived by the public as questionably prejudiced. Public perception means
everything to gaining a higher approval rating and increasing sales.

As the people's opinion of about Denny's and Advantica begin to fall,
they view competitors better. Although Denny's is still the nation's largest
full-service food company, competitors are constantly chiming in on existing
customers stealing business away from Denny's. The top competitors, as stated
earlier, are Bob Evans, Perkins, and Cracker Barrel. Cracker Barrel brought in
$1,963.7 last year where as Bob Evans' sales netted $1,024 million. (Remember
Advantica brought in $1,390.7 million although being the largest of the three
by far).

It is important to consider the competitors throughout the campaign
because they play a major role in how a company stands in the industry. It is
also important to mention weather in Greater Buffalo. The Buffalo locations
face a mind-altering change caused by unstable weather conditions and constant
uncertainty. Our campaign will bring these familiar yet often despised symbols
of Western New York weather together to represent Denny's as a place to go all
day long no matter what color the sky is. By tapping into the external
environment, Denny's will attract more appeal from Western New Yorkers
ultimately raising the company's image.

Identification and Analysis of Key
Public

One of the most important publics that can be addressed is customers.
They are the target of this campaign and the missing link needed for both
image-boosting and attaining profits.

Benefits to this public Lunchtime is one of the most peaceful
times of the day and early afternoon is often almost empty resulting in more
room to roam as well as more individualized service. Seniors get the treatment
they need. Other restaurant don't offer the same service as Denny's. Safety is
also a major point of interest for seniors. Denny's is a very safe environment
suited for senior citizens.

Fears lack of safety, too much noise or commotion, bad food /
service

Communication Characteristics newspaper, TV game shows, all
publics are information-seeking when they are hungry only, action or response
is least likely from this public

Benefits to this public The service is great and the food comes
fast (not as fast as McDonald's however). Denny's can offer this working class
various business opportunities through certain promotions and tactics designed
to attract more business class people (especially during lunch hours). Other
restaurants can't offer the speed and precision of the Denny's staff. With a
smile the whole time, employees help businessmen and people on lunch break in
and out of the restaurant as quickly and conveniently for the customer as
possible.

Fears taking too long of a time returning back to business, bad
food / service

Communication Characteristics prime time TV, morning drive
radio, internet sources, newspaper, stock reports and other organizational
media, public is likely to act quickly in response to a recent message

Family

Most frequent times in Denny's dinner time / evening

Wants cheap price with high value, excitement, good times

Needs large proportions to feed family, low cost, large seating
area

Benefits to this public Big tables with big dishes provide
families with a big meal; nothing is worse than returning home after a nice
dinner only to hear the kids whine about how they're still hungry. Denny's
satisfies its families' eating needs as well as their financial needs. Denny
provides food, such as the Grand Slam Sandwich, that is great food for a low
price - good value! Everything from kids' menus to games and songs help
families and younger people enjoy the Denny's atmosphere with a smile.

Fears not having money to order enough food for the entire
family, not fast enough food / service, kids misbehaving (due to boredom)

Communication Characteristics Prime time TV and family-oriented
programming, newspaper, information-seeking when hungry, likely to act if a
good deal or bargain can convince this public

Young Adult / College Age

Most frequent times in Denny's evening / late nights

Opinion Leaders friends, celebrities

Wants fun, excitement, alcohol, action

Needs inexpensive, larger proportions

Benefits to this public Denny's provided college kids, who
barely have enough money to wash laundry, an affordable meal offering them with
the nutrients they need. Mom and dad back home would be proud that their child,
even away at college who remember his health by dining at Denny's. Most Denny's
in Western New York are also open 24 hours a day. When college kids often do
not begin their night until the a.m., a safe place to eat in the middle of the
night isn't such a bad idea. Denny's needs to be an all-hours, all-whether
restaurant to answer the needs of this public. Staying up and partying all
night is an exhausting job that works up one's appetite (so I've been told), so
providing young adults and college-aged kids with a warm place to eat and a
warm smile on the face of an employee is a huge benefit for Advantica.

Communication Characteristics tv, radio, college publications /
productions, internet sources, highly likely to act in response to a recent
message or campaign tactic, all located in close proximity / residence

Customers are the most important public that needs to be addressed in
this campaign. Broken up into four different groups, the customers' needs and
wants must be met to ensure that the guests will continue to return. Different
customers, although the most important, aren't the only publics that need to be
addressed to raise the overall image of Denny's and maximize profits.

Employees are almost as important. A company can pretend to be
something they are not but it will not last. To raise potential
customer's perception of Denny's, employees must first hold respect for their
own organization. The service provided by the restaurant relies on the hard
work of employees. This campaign addresses that issue and communicates to the
employees just how important they are to the company. The reason is because the
restaurant will never be able to raise its image if employees aren't on the
same page. There is a need to educate, entertain, and organize employees
molding them into a perfect customer service-oriented group ultimately
increasing sales and eradicating the downward climb toward disaster.

The advantage to communicating with this public is that the major
opinion leaders are those in upper-management making the decisions. Employees
will listen when management speaks and informs them of new policies, programs,
or events helping the restaurant chain gain more guests and approval. This
often fails, however, because CEO's have forgotten that communication is a
2-way process and have failed to listen to employees.

Employees want to be paid; that is the most fundamental motive driving
people to work for Denny's. Certain hours of the day and various schedules are
taken into consideration by supervisors who adhere to their employee's wants.
These, not so coincidentally, are also the needs. Employees need to get paid at
a certain time. They also want to have fun at work enjoying the day. These
needs and wants must be addressed to keep employees happily serving customers.
Job security and interesting tasks must also be taken into consideration when
dealing with employee wants

With such an important role to the success of the organization, Denny's
can spend a lot of money establishing communication with employees. Videos are
often sent to different locations and franchises displaying a current issue or
policy that employees watch. A monthly newsletter entitled Denny's Today also
helps to keep employees and employers on the same page.

Customers have been identified as the most important public to this goal
and can be broken into four different groups to aid in dissemination of Denny's
numerous messages. Employees have also been targeted as a group that needs to
be focused on. Many other publics also exist and must in one way or another be
addressed as well. Although none of these groups is a key public, they are
still very important to raise the image of Denny's.

Lesser publics include:

Competition: Bob Evans, Cracker Barrel, and Perkins need to be
watched to make sure the industry doesn't get ahead of Denny's and leave the
restaurant chain in the dirt. If something works at Bob Evans, Denny's might
want to cash in on the idea as well. This can only be done by examining and
learning the competition.

Charity groups; Denny's throughout this campaign will work with
various charities not only to promote itself and gain some favor points but
also to give back to the community.

Food service providers; shipping goods to each restaurant is a
complex process and addressing this public may yield better results or even
better products.

Channel 4; In conjunction with CBS-Buffalo and meteorologist Don
Paul, Denny's will increase acceptance by participating in numerous events and
commercials promoting both the restaurant and the news station.

Colleges; different colleges will be targeted in different areas of
Western New York according to their proximity to a Denny's location. An
increase in students at the restaurants is expected especially during the late
night.

These publics have been identified and all have some importance to the
overall success of this campaign. Denny's must change how people think about
the company and these groups can help achieve that goal. Each public,
especially customers and employees, is important and must be considered. Needs
and wants from both the publics and Denny's have to be discussed in order for
the issue to be resolved. If Advantica wants to raise sales, these several
publics need a greater perception of the company.

Phase 2: Strategy

Goals & Objectives

Successful reputation management is the process that needs to be
examined for Denny's to regain its profits. Various goals and objectives have
been established in order to address issues that are of significance to Denny's
key publics.

Goal 1: Raise the overall image and
acceptance of Denny's among senior citizens creating more support for the
chain.

Positioning: Denny's is a full-service restaurant offering quiet
times and good food to all seniors looking for a nice place to eat that is
suited for everyone's nees.

Awareness Objective: To increase awareness among senior citizens
specifically building the image and public perception of Denny's by
contributing to various causes aiding seniors. By the middle of June, awareness
should be raised by 10%. NOTE: This is not an image-building campaign; it is an
image-enhancing plan. Efforts here are not made to teach people that Denny's
exists - most people know Denny's is there. This campaign is aimed at boosting
the public perception of the company drawing more enthusiasts and support from
people who previously looked negatively at Denny's.

Acceptance Objective: To increase acceptance among seniors in Western
New York specifically making people realize that Denny's is a company that
truly cares for seniors and will do many things to provide enjoyment and
adequate service. Acceptance in the restaurant should be raised by 15% by the
middle of June.

Action Objective: To increase action among senior citizens
specifically drawing more visits to local restaurants that are perceived as
offering many benefits and services to aging customers. By the middle of June,
guest counts among seniors should raise by 5 to 10%.

Goal 2: Raise the overall image of Denny's
among late-night consumers as a full-service and friendly environment suitable
for everyone's needs.

Awareness Objective: To increase awareness among college students in
Western New York and young adults who may dine at the restaurant after 11 p.m.
specifically increasing their knowledge of the services offered. By the middle
of June, awareness of Denny's will have risen 10%.

Acceptance Objective: To increase acceptance among college students
and young adults specifically making them realize the benefits of Denny's over
other possibilities and competitors. By the middle of June, acceptance for the
company will have risen 15%.

Action Objective: To increase action among late-night consumers
specifically increasing guest counts after 11p.m. This objective will only be
accomplished by the middle of June if over-night sales have risen 10%.

Goal 3: To raise the company's perception
by business people and working class customers also drawing more guests to
Denny's.

Positioning: Weather it's a lunch break or an informal presentation
to the boss, Denny's offers the best environment for working class customers to
dine in with quick and efficient service.

Awareness Objective: To increase awareness of Denny's specifically
illuminating the fact that the lunch atmosphere is perfect for businessmen to
spend the afternoon. By the middle of June, awareness should be raised by 15%.

Acceptance Objective: To increase acceptance in the restaurant among
the working publics by demonstrating the lunchtime benefits as well as the
company's support to the local economy. This will only be accomplished by the
middle of June if acceptance has raised by 15%.

Action Objective: To increase action and guest counts bringing more
business class people to the restaurant. This objective will be deemed
successful only if overall lunch time sales increase by 5% and local businesses
actively support the company by 5%.

Goal 4: To raise the image of Denny's as a
family restaurant and increase attendance by families.

Positioning: Denny's provides an exciting atmosphere keeping children
and parents smiling combined with a great service to the family and an
unbeatable price.

Awareness Objective: To increase awareness among families that
Denny's can provide all family needs with an exciting solution. By the middle
of June, this objective will only be considered successful if awareness raises
by 10%.

Acceptance Objective: To increase acceptance of the restaurant's
services specifically by promoting the idea that Denny's offers something to
families that other competitors don't. By the middle of June, acceptance will
be raised by 15%.

Action Objective: To increase action and response among family
customers drawing higher guest counts especially during evening hours. This
plan will be considered beneficial to Advantica when it comes to its completion
in the middle of June only if sales from families grows by 10%

Goal 5: To condition a work environment and
mind set in which employees work together efficiently serving customers and
providing a service that can be found no where else.

Positioning: By molding a strong organization trained and dedicated
to the customers, the responses, wants, and needs of these customers will be
taken into consideration by Denny's decision-makers. When customers feel
comfortable at restaurant locations in Western New York, guest counts and sales
will increase resulting from successful employee - management.

Awareness Objective: To increase the awareness among employees needed
for them to realize that their hard work and service is the key ingredient to
Denny's turnaround and success. By the middle of June, awareness should be
raised 25%.

Acceptance Objective: To increase acceptance of the employment
policies and practices within the Denny's organization. By the middle of June,
this plan will only be successful if employees support the company's
image-boosting campaign more than 20%

Action Objective: To increase action and participation among
employees specifically by getting them to provide the most convenient service
possible for customers guaranteeing that they continue to dine at Denny's. By
June, there will be 40% more time and resources spent on helping employees
evolve into proud administrators of quality service (calculated by the number
of programs added to employee welfare and communication). There will be 10 to
15% more service required for each employee once this new sales strategy is
fully instituted.

Public Relations Action & Response

All public relations maneuvers throughout the course of this campaign
are designed to draw more customers to Western New York locations. With goals
rooted in audience participation, this campaign is a call to arms. It has
initiatives created to raise the quality of the restaurant chain eventually
resulting in the increase of both guest counts and sales. An action-oriented
plan conducted throughout the Spring and early Summer will gain Denny's the
respect needed to advance sales and reputation from the downward trend recently
experienced by local restaurants.

Organizational performance will need to be addressed and altered
in order to provide the necessary service needed to create a feeling among
customers of pride and respect for the restaurant they just dined at. Denny's
will attempt to not only educate employees, but also help them maximize their
opportunities creating the best possible environment in Western New York not
only for customers, but workers as well. By increasing organizational
performance through a sustained campaign to address and communicate with
employees, Denny's will become an all-weather environment perfect for
everyone's needs.

Increased audience participation is the over-arching theme of
this campaign. Raising public perception about the restaurant will eventually
lead more customers to choose Denny's and spend their money on the products
offered. By breaking up this extremely important public into four
sub-categories, the customers' needs and wants will surely be addressed by the
company creating an atmosphere that is centered around customer service. Sales
have been slumping throughout all of Western New York with two areas
highlighted as the most troubling times of day. Lunch hours (12 to 4 p.m.) and
late night hours (after 11p.m.) are the lowest they have been in a long time
creating a need to conduct a massive campaign designed to increase audience and
customer participation.

Public relations activities conducted during this campaign will also
form tight alliances with publics that can become major assets to the
company. Channel 4, for example, will work in conjunction with Denny's
restaurant to promote both the restaurant and CBS-Buffalo (especially the news
and weather). With a major theme of the campaign revolving around the
unpredictable Springtime weather in Buffalo, who better to have as a
spokesperson and form an alliance with than Don Paul, the region's most famous
whether reporter. "Denny's is an all-weather environment" is the slogan dubbed
by this campaign and an alliance to Channel 4 will help people understand that
the restaurant is changing its ways and creating a service based around the
needs of all of its customers. An alliance will also be made with numerous
businesses around Buffalo and Western New York as well as Darien Lake and a few
charity organizations.

All of these public relations initiatives revolve around successful
communication between the organization and its key publics. Customers
will be addressed through a wide array of mediums including TV commercials and
promotions with local network-affiliates, radio announcements and contests, as
well as several print and broadcast ads explaining the benefits of Denny's.
Employee newsletters, a defined mission statement from CEO Nelson Marchioli
describing how vital employees' work and welfare are to the company's success,
feature magazines, company videos, and even events designed to promote unity
and moral among employees are all necessary actions that need to be taken in
order to raise the company's image among employees as well. Successful
communication is needed with all publics in order to ensure the turn around to
prosperity is accomplished with unquestionable results.

This spring campaign will possess both offensive and defensive
characteristics used by the company to raise the image and profits of
Advantica. A problem exists for the organization that needs to be dealt with.
In a defensive manor, Denny's will need to change policies and participate in
image-boosting events changing negative attitudes into positive ones. The
organization first, on the defensive side of the strategy, must examine itself
and deal with existing problems. On the offensive, Denny's must then take its
concerns or problems and act in a way that promotes a turn around in sales. The
company must act in a way that exemplifies its mission and philosophy to serve
customers and provide the best possible experiences in restaurant locations.

Effective Communication

Verbal and non-verbal communication is one of the most important
aspects of this public relations campaign. A two-way process is needed between
the organization and its publics sending information back and forth in order
for needs and wants to be learned and dealt with. This communication will only
be successful if it presented clearly, intelligently, and logically.

In conjunction with Channel 4 CBS-Buffalo, Don Paul will act as a
spokesperson enhancing the company's new slogan that it is an "all-whether
environment." Already known as a prominent meteorologist in Western New York,
perhaps the most well known, Don Paul will bring credibility to the campaign by
adding his knowledge and authority to the whether theme. A very charismatic
speaker, Don Paul responds well to many audiences and seems to have a knack for
getting through. Speaking across Western New York at various colleges, senior
citizens homes, and on commercials, Don Paul will help Denny's raise their
image and draw customers back to the restaurants increasing sales and
successfully managing its current crisis.

Speaking to employees, district managers and individual store managers
who are already opinion leaders for this public will address the issue that
something needs to be done immediately to solve the downward trend in sales.
With a lot of credibility and respect among other employees, these
spokespersons are experienced and informed on the topic, well known by the
public, and face a potent need to solve the problem. Obviously, some managers
weren't made for giving speeches or becoming a spokesperson therefore a careful
screening process of managers had led this campaign to choose the District
Manager to visit different stores with new policies and ideas. This district
manager is highly respected and has been seen as a clear communicator in the
past. Store managers will definitely have to address their employees, but the
image-boosting campaign to this public will be spear headed by District
Manager.

The best spokespersons in the world could speak on behalf of the Denny's
organization but the overall image of the company will never increase if the
message does not have appeal to target audiences. Key publics need to respond
to messages throughout this campaign by choosing local Advantica restaurants
for their dining needs. The overall message to customers is that they need to
come to Denny's. Disseminated in a way that customers can associate with, this
message will tap into the unpredictable and abnormal whether patterns during
spring in Western New York. Explaining that the restaurant chain is suitable
for everyone' needs, the slogan is "Denny's is an all-weather environment,
24-hours a day." Built with a sense of both emotional and rational appeal, this
theme brings togetherness and unity to Western New Yorkers who are bound
together by a confusion and hatred of unexplainable weather patterns that have
been haunting the region for centuries.

The message to employees must also tap in on a sense of togetherness and
unity. By raising the standard of service, employees will respond to customers
better and customers will react more positively to the restaurant. By offering
benefits to employees who go "above and beyond" Denny's new standard of
service, employees will strive for excellence and demonstrate a new aura in and
around Denny's resulting in an increase in customer support and sales. If
employees perceive Denny's greater than before, work performance will rise and
customers will be able to see a pride among co-workers.

Through strategic verbal communication, the message to our customers
uses many 'power words' and themes that Western New Yorkers will respond well
to. "All-weather environment," "customer service," "affordable," and "drastic
improvements" are just some of the key words and phrases throughout this
campaign that Denny's will use to trigger customer beliefs and raise the image
of the company. The message structure to customers is organized in a way that
first shows them something they all know too well - terrible weather. The
message then goes on to explain a solution to the weather problems in Buffalo.
This solution will enable customers to choose Denny's over competition because
most people know the unstable weather and will seek a restaurant that is
"suitable for everyone's needs" keeping the weather away from hungry restaurant
patrons. With several spokespersons who will provide the best relation and
association to various publics, the message will be presented clearly and
concisely increasing the way people view the company.

In different broadcast ads for television as well as several print ads,
nonverbal communication will be used to help customers respond to the message
in a way that will ultimately increase sales. Pictures of heavy Buffalo
blizzards in '77 and '01 will help people remember the harsh winters of
Buffalo. Historic Buffalo architecture highlighted with beautiful spring and
summer weather will trigger an idea among customers of sunny days and good
times. Next by showing pictures of hard rain, it will all come together and
people viewing these ads will understand that weather in Buffalo can abruptly
change in a matter of minutes. By using these images, the goal is to increase
guest counts and bring Denny's to a local level. Pictures of happy employees
conversing with smiling customers will also help the two major publics see a
unity in the restaurant increasing the overall image of the organization.

Phase 3: Tactics

Interpersonal Communication

This campaign is needed due to several weaknesses in Denny's existing
organization. By changing several policies and standards that are not helping
the restaurant chain, this campaign will communicate these changes to the
various publics that need to be addressed. By setting new standards and
employee benefits like rewards based upon excellent service, employees will
strive for success.

Policies will also need to be changed to gain customer approval as well.
Between noon and 4 p.m. every day, a free beverage will accompany any
entrée. This will in deed raise recently struggling lunchtime sales.
Also, special opportunities must be offered such as every 100th party that
dines at Denny's between 3 p.m. and 10 p.m. will receive $20 off of their meal.
Not only will little service-cards be left on tables, a host or hostess will
now ask restaurant patrons who are leaving how their service was. Results are
recorded, and it increases communication between employees and customers.
Before this campaign can successfully convince people that Denny's is the best
restaurant out there that is suitable for their tastes and needs,
upper-management must alter several internal rules, regulations, and relations
within the organization.

Due to examination of past campaigns such as the successfully averted
discrimination crisis, management will adhere to the advice and increase guest
counts by offering these sales, specials, or unique opportunities. In a
newsletter sent to employees, CEO Nelson Marchioli spoke about the public's
perception of Denny's and stated, "The fact remains that the American public
doesn't know all the wonderful things about Denny's." Upper-management should
create these specials and sales and get these new messages out to the American
public.

Several special events throughout the course of this 10-week campaign
will attempt to draw crowds of people who will later purchase Denny's food.

Entertainment Event: Darien Lake every summer features numerous
popular bands performing before crowds of young adults and college-aged people.
Denny's, through an agreement benefiting both parties, will need to have
giveaways and other prizes for audience members. Simply and seeing the logo
behind a Brittney Spears set or hearing Denny's name at a Goo Goo Dolls concert
will create a feeling among audience members that Denny's is a quality
restaurant. With coupons, T-shirts and other give-aways, the restaurant will
need to attack the younger-aged customer group to increase their attendance at
restaurant locations just as they attended a concert at Darien Lake. Estimated
cost: $9 to 11,000.

Business Event: Denny's will participate in an annual "The Business
of Greater Buffalo." In conjunction with several local businesses that have
become established in the community, such as Rich Products or John Rigas'
Adelphia / Sabres combine, Denny's will tour the city drawing massive crowds
and cameras to see the historic commerce of Western New York. Not only major
powerhouses though, even smaller businesses will be targeted as hosts of this
inaugural annual event. The tour will highlight several areas such as Delaware
and the Elmwood Strip Area, South Park Avenue, the Bailey Area, Sheridon,
Niagara Falls, Downtown Rochester and many other high commercial districts.
Local businesses will participate in this region-wide festival showing how
commerce has played a major role in the current state of the area. Historical
sites will also play host to this tribute to Western New York merchants. "The
Business of Greater Buffalo" will offer a chance for every local business that
participates to become a little more popular. Denny's will also throw its logo
and expertise throughout the city as well. By giving many businesses the
opportunity to shine, they will spread good word and merchandise of Denny's to
both customers and employees. Involvement from local businesses will increase.
Not only will every Buffalonian see that Denny's promotes local businesses, but
these businessmen will dine at Denny's as well. Estimated cost: $100 - 150,000

Educational Event: Educational gatherings will need to be held for
employees to remain united in the belief that effective customer relations is
the most logical way to bring Denny's to an air of excellence. Conferences and
seminars must be held by managers in Western New York so that all store leaders
understand the need for a resolution to their problem. Workshops and training
sessions must be held for other employees as well. The fundamental thought
behind these conferences is that employees need the opportunity to become
involved with the company and its future direction. Estimated cost: $1 - 1,500

Technology Event: Interpersonal communication for Denny's must also
take a leap into the cyber-world. Denny's current web site is a very strong
site displaying some good information through several pictures and characters
to make the page fun and exciting. Although it is frustratingly dummied down,
people can easily navigate through the various components of the site. The
problem, however, is that there is no communication. The site simply tells a
little history and facts about the company. Web planners are forgetting that
communication is a 2-way process and that one of the most up-to-date mediums to
exchange information is the Internet. Denny's web site must be updated with
several ways to hear what customers have to think. Forums and guest books are
good ways but promoting feedback is the only way to attain the thoughts and
ideas of customers. Estimated cost: $200

Audience Participation Event: Young adults (aged 17 to 26) will also
be given the opportunity to become more involved in the restaurant. There are
several Denny's in Western New York that are located near college campuses.
Buffalo State, University at Buffalo, Niagara University, Rochester Institute
of Technology, and the Erie Community College System will all work in
conjunction with Advantica to provide Denny's "Campus Tour" bringing a day of
excitement and fun to college students. Denny's T-shirts, prizes, games and
coupons will be given away through contests and drawings. Students will engage
in kareoke, sports or races, eating contests, or simply sit in the hot tub,
which in Western New York, may not always be that hot depending on the mood of
Mother Nature. The goal is to promote the organization to College kids through
activity filled involvement. These college students will then choose Denny's
locations for their eating needs if the campaign is administered correctly.
Estimated cost: $15 - 20,000

Organizational Media Communication

This campaign will only be successful through the extended use of
several publications and organizational media.

Newsletter: Newletters are mailed out to each location of Denny's for
employees to see the changes in the company, thoughts of others, and rewards
for attaining achievements. This is aimed at boosting employee morale.
Estimated cost: $1 - 1,500

National Sandwich Week: Charity events must be held to promote the
idea that Denny's truly does care for Western New York. Believe it or not,
National sandwich Week is May 13 - 19. Denny's will offer a huge food drive
continuously throughout the week providing sandwiches to shelters and several
pre-selected locations including one Denny's restaurant located inside the city
limits. This should increase a sense of pride when people choose Denny's.
Estimated cost: $7 - 12,000.

Scholarship: Denny's will create a scholarship offering the chance
and experience of education for those who can not afford it. An essay contest
will be conducted and essays are submitted at Denny's locations. Each location
in Western New York, there are 20, offers the best essay writer a $100
scholarship. Everyone will get a chance to win an education. The top four
authors in the region are awarded $500. As opposed to scholarships that plan to
pay an individual's tuition, this scholarship offers some money to many people.
More people have a chance to win and therefore will pick Denny's more
frequently. Estimated cost: $4,000

Current Events: New "Current Events Charts" will be placed at every
Denny's in order to enhance communication between employees and their
supervisors. In order to constantly keep up to date with the needs and beliefs
of customers, managers need continuous feedback from employees - the ones that
encounter the customers face-to-face. Estimated cost: $500 - 700

Web Site: The web site will include several forums and opportunities
for customers to respond to Advantica and explain their thoughts about the
company. Cost already estimated above.

Brochure: A brochure of all participating businesses as well as the
creation of an in depth "Business of Greater Buffalo" web site and brochure
sponsored by Denny's will help increase the company's image. Estimated cost:
$700

News Media Tactics

Generating news is perhaps the best way to raise public awareness of the
company. As stated earlier, most people know about Denny's so this is not an
awareness-gaining campaign. The problem is that although many people know about
it, the restaurant is negatively perceived by the public. Through use of
extensive news media tactics, Denny's image will be changed and the restaurant
will turn around the trends of poor sales and red ink.

News Releases: Several news releases will be administered the media
not only in Western New York, but also on a national scope illustrating that
Denny's is attempting to restructure its policies in favor of increased
customer service. Press Releases will also show how Denny's is playing a role
in the community by aiding both local businesses and local charities.

Feature Release: A feature release will be handed out to the Buffalo
News explaining the benefits of Denny's lunchtime meal. Between 12 and 4 p.m.
are the restaurant's weakest times, and this campaign has addressed the issue
by offering promotions, like a free beverage with the order of an
entrée, and other gimmicks to draw lunchtime crowds. With text drawing
sympathy and support from families and seniors, this feature release will raise
the image of the company and increase quest counts during the day. Estimated
cost: $20,000

VNRand B-Roll: Video News Releases and B-roll videos will be given to
channels 2,4, and 7 showing a Denny's restaurant and excellent service inside
of it. From interviews with the CEO, managers, and lower employees like servers
or busboys, this video will offer a glimpse of paradise to those who watch it.
Estimated cost: $15 - 25,000

Photos: When offering a press release or any other information to the
media, a photograph will accompany the text. With beautiful Buffalo scenes and
famous Western New York locations, Denny's will tap in on regionalism and pride
toward Buffalo drawing support from local residents and ultimately increasing
sales. Estimated cost: $300

Position Statement: A position statement should be written by the CEO
Nelson Marchioli. During the recent campaign to solve discrimination issues,
the CEO offered a similar position paper only this time it will explain the new
attitude toward service instead of racial equality. People need to understand
that this move is an upper-management decision to pay more attention to
customers' wants and needs.

News Conferences: A news conference will be held by Denny's District
Manager overseeing the entire Western New York region. In this conference, he
will address the National Sandwich Week Food drives, the Business of Greater
Buffalo tour, and the overall advances in the company's quality. Several times
throughout the course of this 10-week campaign, Denny's will hold a news
conference drawing effective publicity for the restaurant chain. Estimated
cost: $1,500

Advertising & Promotional Media

This campaign will only be successful if several policies are changed.
Communication of these changes needs to be identified. Special promotions are
needed to give Denny's an edge over opponents.

Color Print Ad: A color print ad will be placed in the Buffalo News
every Sunday for 10 weeks. This ad falls under the marketing scheme designed
around the unpredictable weather in Buffalo and the stable environment inside
of every Denny's restaurant. (10 weeks @ $200 each ad) Estimated cost: $2,000

Black-and-White Print Ad: Non-color ads will be given to daily
editions two to three times a week. These ads are similar to the above ad and
the previous story board that brings the Buffalo weather to Denny's. (2 x's a
week @ $150 each ad 10 weeks) Estimated cost: $3,000

Non-broadcast videos will be administered to employees and long time
customers on a mailing list in Western New York explaining the benefits of
Denny's and how the restaurant is suitable for everyone's needs.

Television Ad: One television ad for "The Business of Greater
Buffalo" will run on Sunday, and four other ads throughout the following two
weeks will be in the Buffalo News. ($200 Sunday ad & $150 daily ads)
Estimated cost: $800

Radio Promotions: "Business of Greater Buffalo" will feature several
radio ads promoting the inaugural tour. (4 ads a day @ around $100 each)
Estimated cost: $202,000

College Ads: Print ads for the late-night atmosphere will appear in
Buffalo State's and UB's student newspapers. College kids will choose Denny's
as their late night snacking place. Estimated cost: $200

Radio Commercial: Oldies 104 will air commercials for Denny's 12 to 4
p.m. special because it is highly popular among both elderly people and to
listeners at work. Airing once a day for three weeks especially during mid day
hours, this ad should attract more lunchtime customers. (7 x's a week @ $125
each ad) Estimated cost: $2,625

Coupons: Joining the Valu-Pak of Western New York will offer coupons
to people who own the huge book filled with discounts all across Buffalo. ($350
to print & $150,000 worth of coupons) Estimated cost: $185,000

Implementation Outline

This campaign must confront several separate but interrelated issues
that are influenced by the decisions and actions of Denny's. A very likely way
to provide a successful and logical approach to this situation is to examine it
with a focus on the Organizational Department. Denny's is the only one to be at
fault if the company fails to sell food. Profits rely on the quality of the
restaurant; if improvement is wanted, the restaurant must change itself to
receive results. Denny's must offer more price specials and value for the
customers' dollars by offering deals such as the free beverage during lunch
hours promotion or the every 100th party receives twenty dollars off their bill
special. Practices and policies will need to be changed by examining the
situation from an organizational standpoint.

Administering public relations and advertising iniciatives with a focus
on the Goal as well should be done. The overall goal of this campaign is to not
only address problems within the Advantica organization, but also to raise
Denny's image in Western New York. Although the public had a high awareness
rate, it was a negative perception of the company. Denny's must take this
negative awareness and turn it into acceptance; this is an acceptance-gaining
struggle the company needs to conquer.

A focus and priority on achieving this goal is an effective way to see
immediate results. A focus on improving the Organizational Department and
accomplishing goals however, are not the best ways to confront this situation.
Communication priorities should lie with the public because the strategy offers
the greatest likelihood of program tactics that are cohesive and logical. The
two most important publics are customers and employees, and an obligation to
these publics is vital for improvements. Customers will be surveyed as they
leave restaurants and asked about the service. This will show an emphasis on
the public. Also by increasing employee standards, quality of service will
rise. There is a great significance on using a Public-oriented strategy in this
image-boosting campaign.

Campaign Schedule

[Note: This Gantt chart does not translate to the Web site.]

Budget

Total Budget: $650,000

Advertising / Media costs: $450,000

Special Events: $200,000

College Tour: $20

Business of Greater Buffalo: $125

Charity events: $20

Phase 4: Evaluation

Evaluation Methods

Many new plans and policies have built in devices installed to create
communication, feedback, and evaluation among customers and employees. It is
important to find out what people think of the company and how it is perceived.
The reason this campaign is needed is because Denny's formerly failed to
recognize that public approval and participation is needed for success.
Although this is a 10-week campaign, there are built in checkpoints to evaluate
performance and results as time goes on.

Customers are asked at the door weather their performance was
satisfactory or above. That is a surefire way to gain a response - just ask.
The web site has also been expanded to encourage more feedback. These comments
lead to evaluating the major issue behind this campaign: how is Denny's
perceived by the public. By creating organizational policies designed to
promote more communication, evaluation points naturally occur on a regular
basis.

Another goal of this campaign is to increase guest counts. An
action-oriented objective, raising the guest count, is a pivotal part of this
image-boosting strategy. Servers record their tables and the numbers of guests
are kept. As evaluators read these books, the number of guests can be easily
calculated. This shows weather or not action objectives have been met.

Surveys can be mailed to Denny's participants both from our own mailing
list and from an outside polling firm Denny's should hire. By doing both
internal and external surveys, it guarantees that no bias or curve is
exhibited, and the votes are counted fairly. It is important to understand how
people feel about the organization.

Customer service relies around giving people what they want. Evaluating
past responses is the best way to find out what the people want. In doing so,
Denny's needs to use this campaign to boost its image. Focus groups of people
representing families, seniors, businessmen, and young adults will dictate how
well Denny's actions fared to the public. Employees too will join in a meeting
similar to a focus group. If need be, perhaps plans will need to be changed or
altered depending upon the results of these focus groups. Audience
participation and audience feedback are the most important evaluation
categories to this campaign. If the image of the company is to be increased,
the organization and its publics need to be on the same page.

This is a 10-week campaign. Most advertisements will end at that period,
but numerous new policies are designed to promote long-term results. Immediate
results are needed; 10 weeks will offer enough time to recover from the current
crisis. Denny's, however, will continue to attempt to strengthen its reputation
and boost sale well after this spring campaign comes to its successful end.

Critique and Evaluation

Formal Research

10/10 Analysis of issue

10/10 Analysis of organization

10/10 Identification of appropriate
publics

10/10 Analysis of publics

Wow! This is excellent. You guys are doing a
great job with this.

Strategy

10/10 Goals and objectives

9/10 Public relations action and
response

9/10 Effective verbal and nonverbal
communication

Another great section. You seem to have a good
understanding of the planning process.

Great section here. It's difficult doing much
with news media for a corporate client, but you have presented some very good
ideas.

Evaluation Research

10/10 Evaluation methods

Creative Execution of
Advertisements

8/10 Color lay-out of magazine ad

10/10 Videotape or storyboard of television
ad

Presentation

10/10 Oral presentation: Professional demeanor;
effective use of time; familiarity with material

10/10 Written presentation: Professiona;
appearance; effective use of language

Overall Project Grade: 96% = A

Comments: You guys have done an outstanding job
with this! You have addressed each step thoroughly and creatively. And in doing
so, you show a very good understanding of the strategic planning process.
Continue to build on what you began in this class, and I'm sure you'll find
much success in the future. It has been a pleasure having both of you in class
this semester. Enjoy your well-deserved time off.